Liquor maker Brown-Forman overhauled its digital and data strategy during the past few years and now can use data analytics to monitor everything from pricing to batch production, says Chief Information Officer Tim Nall. "We've really shown how having this information available in real time on any advice gives us a competitive advantage when we're engaging with our customers," he says.

The EU's 25% tariff on a range of US imports will cause prices of Jack Daniel's Tennessee Whiskey to increase, said Brown-Forman spokesman Phil Lynch. The change will go into effect once stockpiled whiskey cases are sold during the next few months, Lynch said.

Brown-Forman is introducing Coopers' Craft, a bourbon that it hopes will win new fans for the spirit. The 82.2-proof bourbon initially will be available in Kentucky and seven other Southern states. Brown-Forman distills Jack Daniel's whiskey and Woodford Reserve bourbon, among other spirits.

Louisiana-based Sazerac is expected to purchase two major Brown-Forman brands, Southern Comfort and Tuaca, for about $475 million. Brown-Forman’s chief reported selling the brands in order to concentrate on more popular brands in its portfolio, like Jack Daniel's.

The American whiskey and flavored whiskey categories have seen increased competition in recent years, but Jack Daniel's strategy keeps the Brown-Forman brand a step above the rest, CEO Paul Varga says. The company tries to build a unique consumer base for each of its brands, such as Gentleman Jack and Jack Daniel's Tennessee Honey, to prevent cannibalization of existing brands.